The first task was to find the most effective directions of work, so we tested narrow focus specialized offers like delivery of spare parts, agricultural machinery, cosmetics, toys, accessories. For deliveries from China, Korea, Brazil and US we used individual offers.

The client was also using contextual advertising, so we created a campaign for remarketing.

In the course of testing, we separated out a core of audience with interests in cargo transportation, import, container transportation, wholesale, express delivery, customs duties, customs brokers, customs, freight, e-commerce.

We singled out delivery of goods from China and cosmetics from Korea among all directions. The main interests were narrowed down to the relevant topics.

For scaling, we separated Ukrainian from the Russian-language communication in accordance with the settings of the user page.

We also identified the regions with the highest demand and increased our influence through separate ads in these locations.

The company’s unique trade offer was the key offer: 3–5 days delivery from any country. We created a separate landing page express.wingo.com.ua for this offer.

We developed both static and dynamic materials. Static banners showed more stable results. Also, non-standard communication via media characters and newsworthy events showed good performance.

With the help of Google Analytics and utm links we tracked ads effectiveness on a monthly basis, together with the client, and together with the client we defined relevant areas for advertising. Some campaigns generated more expensive applications, but at the same time their conversion into a sale and the average check were higher.

Occasionally, we also analyzed the phone calls from sales managers. Thus, we learned what wording can mislead the user and help increase conversions of the sales team.